These

describe stages individuals go through, when making purchase or consumption decisions

Promotional These

activities designed

models provide means of analysing the promotional activity

AIDA an acronym for role of advertising and other forms of promotion Journey from IGNORANCE TO PURCHASE A persuasive sequence in promotion AIDA a model showing steps that market communications should lead to. Attract attention Create interest Develop desire Prompt action

Grab attention Inform about the product Establish awareness In this step advertising is the key ingredient in the promotional mix. Objective- get the product seen and talked about

Create and stimulate buyer interest Interest- achieved by creating understanding and benefits of the product according to needs of the consumer Here, the promotional message focuses on how the product meets the above Moves from passive awareness to active consideration of the products merits

Create desire Induce favorable attitude towards the product, esp. when there is competition Arouse the desire for the product, above any competitor

Prompt customer action The action sought ids for the consumer to purchase Induce purchase by stressing the desirability of the product Major role- personal selling and sales promotion

The promotional mix be as that.. Grab attention Excite and develop interest Prompt actionall this by Publicity Advertising Sales promotions Point of sale displays The customers will NOT BUY the product unless the above!

AIDA stages ATTENTION

Promotional mix ADVERTISING, PR, SPONSORSHIP

INTEREST DESIRE ACTION SALES PROMOTION. DIRECT MAIL, POINT OF SALE PROMOTIONS DIRECT RESPONSE ADVERTISING, PERSONAL SELLING

Defining advertising goals for measured advertising results A model of mktg communications developed by Colley in 1961 Developed for measurement of advertising effectiveness Maps out states of mind through which consumers pass Promotion is used to move the consumer through the spectrum

Awareness as a result of advertising Unawareness of the product Comprehension Conviction- the development of preference Action- move towards purchase The role of advertising The effectiveness of an advertisement judged in terms of how far an AD moves people along the spectrum Purpose is to cause change of mind-to purchase and rare for a single advert to have power to move customers from complete unawareness to action

An advertising plan is an outline, a "to do" list, a guide to action. This is an outline for a "strategic" plan which differs form a "standard" plan in scope. A strategic plan is comprehensive, covering every aspect of an advertising program projected over a year or longer.

The three main areas in an advertising plan are t What do we want to accomplish? Our objectives or goals. How will we reach those goals? What will we do, and what will it cost, to achieve our objectives. How do we measure results? How do we determine whether we have accomplished our objectives? Beyond the big three categories common to most advertising plans, the exact nature and details can very significantly depending on the purpose of the plan.

- Annual advertising plan prepared internally for a Fortune 500 company to characterize and project the brand. In this case, youre likely to see a power point presentation of the "big picture" issues regarding budgets, creative and direct response themes, special events, and evaluation tools. - A new business pitch from an ad agency to a small regional bank, say four branches. In this case, the Advertising Plan is a persuasive document. It should be visually informative and entertaining.

Internal working document for the first three months of a direct response focused launch campaign for a medium sized software company. In this case, the Ad Plan could well be a work in progress, with an initial outline placed on the network, and with many people from marketing, sales and accounting making comments over several weeks. In the end, the marketing director takes all the comments and publishes a finished action plan.

The advertising plan you prepare will likely be influenced by several big issues: > Advertising strategy > Branding > Positioning

> Direct response

Here are some categories to consider in an advertising plan Background / overview What is the history of advertising for this company leading up to this plan? What are the chief challenges for this plan or advertising campaign? What are the big opportunities in the market? Duration of the plan Is this a launch campaign that will last three months? Or is this an annual plan, with a review and recommendation every three months? Competitive analysis: What are the bad guys up to? Is there a trend towards price cutting? How do competitor products or services compare?

An advertising goal can be as simple as one clearly defined objective: - Convince managers that will help them create more effective advertising, faster, Or broaden your list to include several objectives, and include marketing objectives: - Achieve 50% brand recognition with target audience as defined by the ability to 1) recognize logo and 2) describe at least one of the products, and 3) associate quality products when prompted for brand characteristics. - Achieve a 2% response rate and sales of $500 per 100 direct mail packages within 30 days of drop. - Achieve a lifetime value of $1,500 on each customer within five years.

This category can include anything that will help achieve your goals: - PR - Special events - Seminars - Trade shows - Customer relations - Social media campaigns - Ambient, viral and unconventional media Such activities as PR may or may not be within your plan. If they are, then your plan becomes a communications plan not an ad plan. Advertising, generally, is paid communications.

- Business type, size and location. - Career stage Think about the person who will receive your message. - Consumer location Define, as best you can, where your targets live, work and play. Then put a little more effort into defining where you target live work and play. - Age - Gender. - Marital status. - Income. - Life stage Are your prospects retired? Or is their a mix of say, 60% retirees 55 to 65, and 40% young urban professionals 30 to 45. - Psychographics how will the prospect approach the purchase decision. Is it high or low involvement. Rational or emotional? Are they looking for security? Or a thrill?

What is the main thing we going -to say, to offer, to our target audience, to get them to think what we want, to feel what we want, or do what we want?

Creative strategy: - How are we going to present the message? Through a celebrity? A brand character? - Will the copy be friendly? Or dramatic? - Should we use music to communicate emotion? If so, what songs?

- Why did you buy? - What do you like the most about the service? - What would you like to see improved? Now you know exactly what to consider for copy points. And if the client is smart, they know exactly how to improve their service. Plus, you might end up with material for a superb testimonial campaign.

Here are some choices: - Direct Mail. - Collateral: brochures, single sheet flyers, in-store takeone displays and brochures, posters - Broadcast: Radio, TV spots or infomercials. - Video on tape or CD / DVD. - Print: magazines, newspaper, specialty publications, inserts. - Outdoor: billboards - Internet Marketing : Website optimization, pay per click search engine listings, affiliate or associate relationships, paid banner placements, email. - Digital communications: digital video on Web, multimedia CD.

The simple answer to media strategy is to identify your target audience then find the best media, at the best time, to reach them. For many advertisers the options will be obvious. If not, consider one of the large media buying services Keep in mind that you will get the best return on your advertising by getting your message in front of people during the decision making and buying cycle. That also means it costs more to buy customers during off seasons or economic downturns. Divide your budget by 12 months if people buy all year long. Spend more to launch new products or compete for a larger share of a season pie.

We like to say, with direct marketing, Its not what it costs, but what it returns that matters.

How will you track sales? How will you link sales to advertising? Who, in your company or with the client, will do that? Direct response and Internet advertising is easy to track. Branding focused campaigns may not be easy to link to sales. A research company may help